How to Build Your “Why I Charge What I do” Statement

by Danielle Andrews, President and Co-founder of the Wedding Planners Institute of Canada Inc.

For Social Media, Your Website, and Confident Sales Conversations

If you’ve ever hesitated when sharing your pricing or felt the need to justify your fees to a potential client, you’re not alone. One of the most effective tools you can create for your business is a clear, confident “Why I Charge What I Do” statement. Not just for your own mindset, but for marketing, sales, and building trust with clients.

This isn’t about defending your pricing—it’s about helping people understand the value behind your services and positioning yourself as the experienced, trusted expert you are.

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Why You Need a “Why I Charge What I Do” Statement

In today’s market, couples are overwhelmed with options and often have no idea what wedding planning should actually cost. Without context, your pricing can feel arbitrary or even intimidating. But when you articulate the value, time, and expertise behind the numbers, something powerful happens:

✅ You attract the right clients
✅ You elevate the industry
✅ You stop apologizing for being profitable
✅ You set the expectation for a premium experience

And best of all? You take back control of the conversation around pricing.

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Where to Use This Statement

You can repurpose this message across your business to create consistent, confident messaging:

• Your website’s investment page
• Your Instagram captions
• Reels or Stories as a voiceover
• A pinned highlight or carousel post
• Your pricing guide or client brochure
• During sales calls or email responses when a client questions cost

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What to Include in Your Statement

When writing your own “Why I Charge What I Do,” aim to communicate these key themes:

1. The time investment – Not just hours, but emotional and mental labor
2. Your experience – Mistakes you help clients avoid
3. Your connections – Vendor relationships that save time and money
4. The systems – Planning tools, communication, contracts, timelines
5. The transformation – How their experience is elevated with you
6. Your boundaries – You’re not the cheapest, and that’s intentional

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Sample: “Why I Charge What I Do”

You’re welcome to use or customize this example:

Why I Charge What I Do

Because your wedding deserves more than just “day-of.”

Planning a wedding is about far more than pretty details. It’s about translating your vision into reality, while managing budgets, logistics, personalities, and emotions… all without losing the magic.

Here’s what goes into your planning fee, and why it’s worth every penny:

1. 120+ Hours of Professional Expertise

From vendor research, site visits, timelines, décor sourcing, guest communication, rehearsal coordination, and on-site execution, full-service planning requires three full workweeks of effort—minimum. That doesn’t include emergencies, last-minute requests, or evening texts. I’m there when you need me.

2. Years of Experience (So You Don’t Have to Learn the Hard Way)

You’re not just paying for hours, you’re investing in insider knowledge, problem-solving skills, and trusted vendor relationships that take years to build. I know what to watch for, what to avoid, and how to pivot fast. Mistakes are expensive. Experience pays for itself.

3. A Rolodex of Trusted Vendors

I don’t just find you vendors, I introduce you to top-tier professionals I trust with my reputation. That saves you hours of time, and thousands of dollars in missteps.

4. Contracts, Checklists & Confidence

I’ve built customized planning systems that keep everything on track: from personalized timelines to detailed budgets to rain-day backup plans. You’re never left wondering what’s next. You’re covered.

5. Calm in the Chaos

When things go sideways (and at some point, they will), I’m the one who handles it. I insulate you from stress and drama, troubleshoot quietly, and keep the day running beautifully, so you can be fully present.

The Investment

My pricing reflects the professional, personalized service I provide to each couple. I don’t overbook, so I can give you the attention, energy, and quality you deserve. You’re not just hiring a planner. You’re investing in peace of mind, unforgettable moments, and a day that flows seamlessly while feeling like you.

“If you’re comparing planners solely on price, I may not be the cheapest, and that’s okay. My clients come to me because they want it done right, they want it done well, and they want to actually enjoy their engagement. And that’s exactly what I deliver.”

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Want to Write Your Own?

Here’s a quick formula to guide you:

Opening Line – Start with your why: why you’re passionate about pricing with integrity
Time – Mention the hours and energy required
Expertise – Highlight your years of experience and what it saves the client
Support Systems – Talk about the systems and structure you provide
Transformation – Share what the client gets beyond logistics
Positioning – Make it clear that your fee reflects quality and commitment

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Final Thought

Pricing with transparency isn’t arrogant, it’s empowering. Creating your “Why I Charge What I Do” statement helps clients see the full picture, builds trust, and positions you as the thoughtful, professional expert you are.

Stop apologizing for your pricing, start educating and owning it.

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Want more insight about pricing your services? See some of my recent articles: Are you charging too little?, The Real Cost of Undercharging, Worksheet: What should you really be charging?